The reading experience of writing a successful case about an entrepreneur is not less than 1200 urgent.

Experience: Heroes don't ask the source, no matter what the starting point is, as long as they keep learning and working hard, they will eventually succeed.

The various honorary certificates displayed in Gao Tianzeng's office are dizzying-China Outstanding Entrepreneur, Top Ten Professional Managers, China Outstanding Contribution Award for Professional Managers, Honorary Professor of MBA in Zhengzhou University Business School ... When asked about these honors, Gao Tianzeng always brushed them off. Asked about his growing process, he seems to be a different person. Engaged in marketing for more than ten years, I have the embarrassment of "going into the sea" when recruiting salesmen, the anxiety of applying for salesmen for the second time, the excitement after getting good grades, the experience of being a regional manager and the hardships of starting a business. Let's listen to this growth story from a hired salesman to a doctoral chairman-

Behind the Master's Employment "Business Representative"

In the early 1990s, Gao Tian visited Guangzhou, Shanghai and other places several times. Under the agitation of the turbulent market economy in the south, he re-established his life goal-to be an entrepreneur. When he handed his "application for leave without pay" to the leader, it was rejected, and his colleagues were full of doubts: "You are a scholar, let alone start a business, just leave the unit and support yourself!"

After hearing these words, Gao Tianzeng secretly vowed: "If I can't even support myself, what kind of talent am I?" 10 years I will prove myself with my own career! "After making up his mind, Gao Tianzeng cut off his own way-he changed the Application for Leave without Pay to the Resignation Report and officially went to sea.

Accumulation is rational, and silence is followed by explosion. Gao Tianzeng resigned decisively, but he knew that he only knew technology, not marketing and not management. There are still many things to learn and a long way to go in starting a business. Combined with his own technical expertise, after a period of market research, Gao Tianzeng intends to enter the feed industry in the future. With this direction, he decided to go to Beijing Kangdi Company, the largest and most profitable foreign-funded enterprise in China at that time, to start as a salesman and make up the two courses of "Marketing and Management" necessary for his own business.

17 years working experience, master's degree and rich professional knowledge-with these advantages, not to mention the grass-roots business representative, that is, the middle management of the company, he feels that he can do it. With this mentality, Gao Tianzeng talked with the Hong Kong boss in charge of recruitment for two hours, from his academic background, technical background, ideal and ambition to the broad prospects of the feed industry in China. When he learned that a newly graduated technical secondary school student interviewed with him also applied for this position, Gao Tianzeng was even more sure of winning. However, the final result is "no".

The news that Gao Tianzeng just resigned and went to sea was like a bolt from the blue. However, Gao Tianzeng did not lose confidence in himself because of this, but actively searched for reasons, summed up experiences and lessons, and went to Kangdi to apply for his original post again two months later.

This time, he no longer talks about academic qualifications and work experience, but only about the understanding of business representatives and job responsibilities. If he is hired, he will develop and maintain his clients' ideas and practices. As a result, he successfully applied for the business representative of Beijing Kangdi Feed Company.

Through this lesson, Gao Tianzeng found that everyone has different division of work in different units. Only when the role is positioned correctly will he think, say and do what he should. Since I'm here to study and be a good business representative, I should take advantage of my duties as a business representative, and as a primary school student, ask myself to watch more, listen more and speak less, and learn from every employee in Kangdi what I don't understand or know. With this understanding, Gao Tianzeng deeply engraved a sentence in his heart-to have a teacher for "two" people.

"Two" people must have my teacher.

In the 20th century, people compared their abilities, while in the 20th century, people compared their learning abilities. Only by constantly learning from others and learning from each other's strengths can we make continuous progress and not be abandoned by society.

Legend has it that when God created man, he gave him two eyes, two ears and one mouth in order to make people see more, listen more, talk less and learn more. When obeying God's will, God will encourage him with knowledge and success. When he goes against God's will, God will punish him with setbacks and failures. Although this legend is not credible, its implication is thought-provoking.

The Analects of Confucius says that "three people must have a teacher". After being defeated by a newly graduated secondary school student for the first time to apply for a business representative, Gao Tianzeng deeply engraved the sentence "Two people must have a teacher" in his heart. "Two men must have a teacher" is not only Gao Tianzeng's motto, but also his attitude of being a man and doing things. When talking about the benefits of "two people will learn from each other", Gao Tianzeng talked with Kan Kan:

Through the training and strict requirements of Kangdi Company on the sales staff system, I know the meaning behind the different names of "salesman" and "business representative"; Through the example of my colleague visiting a big customer 50 times in three months, and the sales volume that this customer later brought to the company, I know the qualities and abilities that salespeople must have in doing business. By learning from different dealers, I know the meaning of "business", realize the value of dealers, what different types of dealers value, and develop and maintain the skills and methods of different types of dealers. By learning from leaders, I know what management is. ...

In the 20th century, people compared ability, while in the 20th century, people compared learning ability. Only by constantly learning from others can we improve our ability quickly, make continuous progress and not be abandoned by society. Everyone understands this truth, but few people are as persistent and practical as Gao Tianzeng.

If there is a fable ahead, then God is undoubtedly very satisfied with Gao Tianzeng's performance of "listening more, seeing more and learning more" in his later period. After half a year's efforts, Gao Tianzeng not only grew from an unemployed salesman to an excellent business representative, but also was promoted to the business director of Henan Kangdi Company. Half a year later, Gao Tianzeng was promoted to the sales manager of Central China by Kangdi Company because of his outstanding performance and superior comprehensive quality, and was fully responsible for the sales work in Jiangxi, Henan, Hubei and Anhui provinces. Speaking of past performance, Gao Tianzeng always brushed it off; He always talks about what he has learned from his work, among which "management" is what he says the most.

Management is to let others do what they want.

Management is decision-making; Management is coordination; Management is the process of planning, organizing and controlling activities ... In the minds of different management scientists and managers, management has different meanings. Through a series of management practices, Gao Tianzeng believes that management is to let others do what they want, let others do what they want, and let others be willing to do what they want.

Gao Tianzeng's considerable sales volume not only won the affirmation of colleagues and leaders, but also promoted his position by leaps and bounds. After becoming a regional manager, it is no longer individual sales, but the sales performance of the whole of Central China. It is no longer sales that tests him, but management.

During the period when he first took office as the regional manager, Gao Tianzeng shuttled back and forth between big customers in four provinces all day, hoping to be two angels one day. A month later, he developed many customers and achieved good personal performance. However, at the company's monthly summary meeting, what is waiting for him is not praise but criticism. Because the overall sales volume in Central China plummeted.

After the meeting, Gao Tianzeng suddenly thought of the reason why he hired a business representative for the first time-the wrong positioning and role. Isn't this time criticized for the same reason? In the markets of four provinces, it is impossible for a person to achieve the sales target of the whole region even if he breaks his leg. Since the company has given itself the position of manager in Central China and given itself power, why don't you exercise the authority of regional manager and do the work of those business representatives all day?

With this idea, Gao Tianzeng broke down the sales target to the sales staff according to the different situations of the four provinces and regions, and let them do what they want, so they didn't have much energy and time.

After the target decomposition, Gao Tianzeng not only increased the motivation of the following sales staff, but also reduced his work pressure, and the sales prospect of the whole Central China region was initially improved. However, due to the uneven personal ability, not every employee can complete the assigned target task, and as a result, there is still a certain gap between the sales volume and the overall target task. Gao Tianzeng found that as a manager, it is very important to let others do what they want, and it is more important to let others do what they want.

Let others do what they want.

Letting employees do what they want to do is just the original intention of decomposing sales targets. Let employees do what they want to do and achieve the sales target, which is the purpose of decomposing the sales target. Only when everyone does his own thing well can the sales target of the team be achieved.

After completing the dynamic market planning and target decomposition, Gao Tianzeng spent a lot of energy to help those salespeople who failed to complete the target tasks find out the reasons, guide and help them to do what they want to do.

After tracking and investigating these people, Gao Tianzeng found that the salespeople who failed to achieve their goals had various problems: some identified the wrong key market, some did not develop enough customers, some had a very high customer turnover rate, and some lacked the strategies and skills to negotiate with big customers. ...

After Gao Tianzeng found these problems, he concentrated on training and solving the * * * problems of sales staff; Communicate alone to solve the personality problems of sales staff; Problems that cannot be solved in this way will be solved on the spot through mentoring. In addition, he also took the initiative to help sales staff conquer difficult markets and "nail nails" for customers.

After a period of hard work, Gao Tianzeng can easily complete the sales tasks assigned by the head office to Central China every month. However, in Gao Tianzeng's mind, in order to become an excellent sales manager, in addition to completing the sales tasks assigned by the company, it is also necessary to fully mobilize the subjective initiative of subordinates, so that they are willing to do what they want to do, so as to achieve higher sales goals.

Make others willing to do what they want.

Management is not only a technology, but also an art. In contact with sales staff, Gao Tianzeng felt this characteristic of management more and more. It is easy to break down the target to the sales staff in each province and teach them the sales methods, but it is not so easy to tap the potential of the sales staff, mobilize their subjective initiative and make them willing to take the initiative to do what they want to do.

First of all, Gao Tianzeng helps salespeople to establish correct values and lofty ideals related to their current work. In this way, salespeople will judge the gains and losses in their work with the correct value orientation, feel that their work is valuable, and work harder for their lofty ideals.

Secondly, treat every employee sincerely, and emotion drives the sales staff to work harder. Gao Tianzeng thinks that he is not only a leader in his subordinates' work, but also a brother in life, an emotional friend and a spokesman for interests. I should not only guide them at work, but also care about them like brothers in life, have heart-to-heart talks with them like friends, strive for higher welfare benefits for them like interest spokesmen, and provide them with more promotion opportunities. Only in this way, employees will think hard and work wholeheartedly to create brilliant achievements together.

Third, establish an effective competition mechanism. Buddha struggles for a sigh, and man struggles for a breath. Gao Tianzeng divided Central China into four groups by region, and established a long-term and effective competition mechanism among groups and people. Through the competition mechanism, the whole team has formed a good atmosphere of chasing after each other. It is a pleasure for employees to work hard actively and achieve greater sales.

Through Gao Tianzeng's efforts, all employees in Central China are not only willing to do the sales work that he originally wanted to do but didn't have enough energy and time to do, but also effectively did it-the sales volume of Central China 1995 not only ranked first in the country, but also the sales record of that year was not broken until 2002.

Just as Kangdi Company applauded Gao Tianzeng's ability and performance and prepared to give him a higher position, he made another thing that surprised everyone-resignation. Resignation means that he will give up his efforts in Kangdi in the past two years, his generous treatment and his bright future in Kangdi. Gao Tianzeng didn't show any hesitation, because he knew that his life goal was an entrepreneur, not a "working emperor". He knows that to achieve the greatest success in life, he should not only be good at fighting, but also be good at giving up.

Learn to give up

Success is closely related to striving and giving up. Giving up is more difficult than fighting, because it requires not only courage, but also wisdom and courage.

Striving for higher grades, going to more famous universities, striving for higher-paying jobs, and striving for higher positions ... are the words that most people hear the most when they grow up, and they are also the goals that most people pursue. But after careful observation, it is not difficult to find that the result of every fight is always related to giving up for this result.

Everyone's energy and time are limited, and the available social resources are also limited, so there is often a situation that "you can't have your cake and eat it". At this time, we are required to make decisive choices, give up things that are not conducive to the ultimate goal, cherish the existing conditions, and strive to maximize the output of existing resources.

In order to realize his ideal and learn the marketing knowledge and management skills necessary for starting a business, Gao Tianzeng gave up his great career in the Academy of Agricultural Sciences. In order to start his own business, Gao Tianzeng gave up the generous treatment and the future of "being an emperor"; In order to concentrate superior resources to develop superior products and open up superior markets, he only chose pig and chicken pre-shrinking materials for R&D and production at the beginning of his business, giving up his numerous scientific research achievements and market share outside Zhengzhou. In order to arouse the enthusiasm of employees, he gave up his absolute controlling stake in Guang 'an Group and let middle and senior managers, technical backbones and business backbones actively participate in the shares. ...

On the road to success, there are two things to do: strive for and give up. It is more difficult to give up than to struggle, because giving up requires not only the courage of the parties, but also wisdom and courage.

Limited by capital and human resources, Gao Tianzeng initially gave up products other than chicken and pig pre-shrinking materials; Give up the market space outside Zhengzhou. However, at the moment he chose the pre-shrinking materials, he made up his mind to make Guang 'an pre-shrinking materials into first-class high-tech products and make Guang 'an the first brand of Zhengzhou pre-shrinking materials. The premise of achieving these two goals is to treat every customer sincerely and cherish every customer. Because Gao Tianzeng firmly believes that only by treating customers sincerely can customers treat themselves sincerely; Because in Gao Tianzeng's mind, customers are the most important resources of enterprises.

Customers are the most important resources of an enterprise.

Customers are the most important resources of an enterprise. Without customers, enterprises have no value. Without the growth of customers and the growth of customer demand, enterprises have no room for development.

Assets, brands and human resources are the main components of measuring enterprise value in the traditional sense. But in Gao Tianzeng's eyes, the most important resources of enterprises are not these, but customers. From its inception to now, customers have always been the center of all the work of Guang 'an Group-first-class products are provided to customers, first-class talents serve customers, and first-class brands are created to let customers know, thus serving more customers.

At the beginning of the business, in order to increase the market share of Guang 'an pre-shrinking materials as much as possible, Gao Tianzeng went to a farmer's house for more than 20 times to deliver various breeding information to help farmers diagnose intractable diseases for pigs. When the customer learned that Gao Tianzeng was the boss of the enterprise, he was speechless about what Gao Tianzeng had done. Now this farmer has become one of Guang 'an's most loyal customers in 9 years. After learning that some farmers wanted to use pre-shrunk pig feed, Gao Tianzeng and his colleagues carried a bag of pre-shrunk pig feed and walked 10 kilometers, crossing the village road where the van could not pass, and delivered the products to the farmers' homes. ...

Even in today's complicated chores, Gao Tianzeng still takes some time to visit customers every month: personally visit farmers' breeding plants, help farmers solve technical problems in the breeding process, and get feedback from farmers on various products; Go to the terminal dealer to understand the market situation, analyze competitors, and provide the basis for the company to formulate appropriate sales policies.

All for customers, all for customers, all for customers. Perhaps it is Guang 'an's strong customer awareness and high sense of responsibility that has contributed to the rapid development of Guang 'an in the fierce market competition. When asked what Gao Tianzeng's greatest sense of accomplishment was since he started his business, his answer was beyond my expectation-all the partners who grew up with Guang 'an became winners.

How big is the entrepreneur's mind, how big is the development potential of the enterprise.

It took only nine years for Gao Tianzeng to hire a business representative for the first time and become a doctoral chairman with more than 30 subsidiaries. We can't pay attention to Gao Tianzeng's efforts and hardships in this process. His thoughts alone deserve our admiration and study.

"Two palaces and three palaces" is a landscape composed of unique human resources in Guang 'an. The most typical example is that a regional manager came to work for the fourth time at the beginning of this year. When asked about Gao Tianzeng's views on this phenomenon, he replied with a smile: encouraging employees to go out to start businesses, exercise and study is an important part of Guang 'an culture. Successful, they may become partners of Guang 'an; Failed, Guang 'an will always welcome them back.

Whenever Gao Tian comes into contact with an old customer, his pride arises spontaneously. Through scientific breeding and using Guang 'an's feed, the original poor fellow has now become the number one scholar in Shili Ba Village. Originally, relying on several thousand yuan of funds, I rented a dealer who cooperated with Guang 'an, and now I have my own small building and car. Many college graduates who used to blush when applying for a job in the company have now become independent middle and senior managers of the company, not only owning cars and houses, but also shares in Guang 'an.

How big is the entrepreneur's mind, how big is the development potential of the enterprise. We have reason to believe that Guang 'an Group will definitely become stronger and bigger.